McIlroy--Winning Battles, Losing Wars
If the Web was in some ways a secondary medium, less important than print, perhaps this approach would make sense. But the Web is fast emerging as print's more versatile sibling, able to direct commerce activity that print could only dream of motivating. If anything should be repurposed, it's probably Web content turned into print, not vice versa.
The day after Adobe announced InDesign, Quark's founder, Tim Gill, took the Seybold stage and offered the audience a preview of a range of new technologies and products.
Among them was a technology code-named Troika, which presented a vision of true "media-independent publishing"—text and images moved dynamically both to print and the Web—rather than the inefficient and ineffective repurposing that's the norm today.
As I looked at Troika, I began to develop a suspicion that Adobe may win the battle, while it loses the war.
About the Author
Thad McIlroy is a San Francisco-based electronic publishing consultant and author, and serves as program director of Seybold Seminars. He welcomes comments at email@example.com.